How can brands leverage diverse insights to build more inclusive strategies?

If you’ve read any of our content, you’ll know - diverse insights are the foundation of big wins for brands with the communities that they serve. However, after decades of experimentation in the field of cultural marketing, we keep noticing failure patterns too brazen to ignore. So, we’ve put together some principles for you to follow to avoid disaster. No one wants to be Kendall Jenner in Pepsi’s Commercial in 2017, don’t let that be your brand, read this instead.?

1. It all starts at home

Too often we see brands spearheaded by teams that do not represent the communities they serve. Now, we’re not calling out for a mass exodus of every marketing team that is not representative of its target audience, but diverse insight starts at home. It’s hard to imagine Nivea’s “White is Purity” campaign, for which their excuse was that it was “only for their Middle Eastern audience”, was ever tone-checked internally. This is a global example, but it applies to any team trying to connect with an audience. If you sell products for dogs for example, I don't think you can legally hire a dog as your marketing manager, but perhaps a dog owner will do the job. Be sure to include perspectives representative of your audience in the design of your products and campaigns.?

2. Data tells stories people won’t

This point is contradictory to the point above, right? Well, to be real with you, representative team members are key, but even they will miss gaps in insight. Each lived experience is different, and so at times, data will tell stories that people won’t.? Assumptions make an ass out of you and me, intersectional data analysis doesn’t. Use this data to understand the unique needs and experiences of individuals with multiple identities. Pair it nicely with thorough market research on cultural preferences, behavior, and community needs. And if all of this sounds overwhelming, FLAVVRR can help you out.?

3. Don't find customers for your products, find products for your customers.

Google is the best example of what not to do. Hear me out. In 2013, Google launched Google Glass, but by 2015 it was dead in the water. Why? Consumers did not know what problems a wearable computer would solve for them, and apparently, neither did Google. And so, not even one of the best marketing teams on earth could frame this $1,500 product.?

Now I’m sure Google can take the L. But for us mere mortals, our best bet is to design products and services representative of the communities we serve. Consider your target’s needs and preferences and connect them with features, packaging, and user interfaces that make their existence better. Test them with these audiences. This level of design thinking makes for real representation and is a foundation of marketing too many leave in the theory books. No gimmicks, no culture latching, just a product your audience gets value from. The journey to this involves real inclusion.?

4. If you don’t stand for anything, you’ll fall for nothing

In this world of constant turmoil, your brand is likely to face moments when it must take a stand for something. Audiences are hypersensitive to brands who sit on the fence, and also to those who get it wrong. If you’ve gotten to the point where they care enough about you, that pressure is your privilege.?

Across our content, we’ve given props to McDonald’s, we loved working with them after all, but they’ve also shown us examples of what not to do. For example, McDonald's faced backlash for donating Happy Meals to Israeli soldiers during the ongoing conflict, a move accentuated by a change in branding to white and blue. Despite a global trend of brands expressing support for Israel through social media or donations, McDonald's visual gesture sparked controversy, especially as its Middle East and Arab/Muslim franchise branches disapproved. The company's conflicting messages raised concerns about its inclusivity, leading to significant boycotts from Arab communities and pro-Palestinian supporters worldwide.?

If you’re going to pick a side, make sure this won’t alienate your audience, and do so tactfully.?

5. Real insight

Many articles, including this one, tend to frame insight in the most digestible format. We all know stats can be maneuvered to make a point, and perhaps what they conceal is more important than what they reveal. In this era of abundance of information, as well as misinformation, real-life insight goes a long way. Visit the communities you want to serve, talk to them, and spend time. Real insight is not always type on paper, it’s skin and bone.?

6. Partnerships make the world go round

To end things full circle, I’m bringing Kendall Jenner back for our final point. Sorry, Kendall! Back in 2016, Pepsi, who rarely fails at reading the temperature culturally, pulled its controversial ad with Kendall shortly after its release, facing public backlash for its inappropriate use of protest imagery. The ad showed Jenner “heroically” handing a soda to a police officer and included a photo of Iesha Evans, an African-American woman involved in the 2016 Black Lives Matter protest. Tone deaf beyond belief. Not only is this poor messaging, and a how not to example for points 1 and 5, but the person delivering the message is an infuriating mismatch. Forever and always, people will buy into stories and, well, people. Be careful who you pick as the face of your brand. Make it make sense and your audience will love you for it.?

So there it is, before you endeavor to connect with the audience you serve, remember, it all starts at home, data tells stories people won’t and you can only go to market with products for your customers, not the other way around.? For real connection,? find real insight and stand for something alongside partnerships that are representative of your audience, for real.?

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